Content as Media Business Cornerstone

The IV International Forum KYIV MEDIA WEEK  started on Monday, September 15, with the press conference Media Business in Times of Change and Instability where leading experts of Ukraine’smediabusiness discussed major problems encountered by the industry trying to find solutions to the most urgent challenges  faced  by the market players over the last year. The participants in the press conference reached  a general consensus to the effect that content is currently viewed as  the industry corner stone, and the media industry major task is to find as a most efficient answer to the question: how to adapt  the content to pressing social, political, economic and technological realities of today.

According to Sergey Boiko (VOLIA President) unlike mere survival, the market success depends on  a company aptitude  to meet a rapid change and  the audience needs and also – which is most important indeed – to enable the consumer to make a choice from a maximum possible  range of content. “The consumer is no fool at all and people would be -and already are- in the know of  how to choose the quality content”, says Boyko.

Sergey Sozanovsky (founder of FILM.UA Group) is also of the opinion that keeping abreast of time, meeting trouble halfway and trying to surprise the audience  are the factors of primary importance. According to him content is not only for entertaining, it is , first and foremost, supposed to arouse the viewers’emotions. “The world is an ever changing  thing and each of us tries new forms and ways in their relevant segments. Changes are not something to be afraid of. One has to say to oneself : if I stick to old forms and standards I will most probably lose”.

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